If you think about it, there’s no better time to advertise for the St. Louis Cardinals.
Let’s see. They won the World Series in 2011—in exceptionally dramatic fashion. Then, they lost the two most prominent faces of the organization, Tony LaRussa and that Pujols guy.
Next, during an offseason full of front-page headlines, they brought in a heavy-hitting outfielder, re-signed the game’s best catcher and brought back Adam Wainwright.
So, yeah, if you think about it, the Cardinals are a pretty hot brand in a pretty exciting category with a lot of interest swirling around them.
And if you stop thinking like a marketing person for just a second, you realize it’s freaking amazing to be associated with this team.
That’s the position we find ourselves in. We’re a part of an incredible story. Better yet, we get the chance to help continue that story.
As fans, working on the new campaign was a dream come true. As creative people, it was a toy chest full of possibilities. But our goals were to deliver some of the best advertising in both our clients’ and our agency’s history.
Thanks to a highly collaborative effort both within the agency and with the Cardinals marketing and editing team, we think we did just that.
In fact, we were all so proud of what we produced that the Cardinals organization offered to host our entire agency at their 45,000-person facility to view this year’s commercials for the first time.
Somehow, the magical experience became even more so.
A mysterious company-wide meeting was set. Everyone was cryptically instructed to wear comfortable shoes. The announcement was made that we wanted to share some new work but that our office was too small to get everybody in one room. So, we all headed North a couple of blocks.
Then, we cued the jumbotron.
More of this year’s commercials can be found here. The outdoor campaign can be found here. And if you’re anything like us, you’ll enjoy the outtakes reel below.